TRENDS

Screenager ++: Digital maturity reaches a new and higher level

Welcome to the Screen Age. From sprint to full stride, screenagers have multiplied faster than imagined. Today, not only are there more digital consumers, but more consumers own multiple smart devices. This is creating an array of new digital services and experiences, and more significantly, a "multiplier effect" that is generating more business opportunities at scale across every industry, age group and facet of human life.

We have identified five mega-trends that are distilled and analyzed from Accenture's 2016 Digital Consumer Survey to help companies disrupt the status quo and connect with customers like never before.

The Multiplier Effect. Everywhere you look, eyes are angled down and aglow in the light of a smartphone, smartwatch, tablet or other digital screen. From connecting and consuming digital content to watching video, playing games and posting pictures on social media—the Screen Age has redefined the new normal.

You, Me & IoT. From turning on your house lights from miles away to getting a reminder from your refrigerator to buy milk. The future has never been closer and full of promise. Companies are rushing to release more and more intelligent devices and IoT apps before their competitors do - even though consumers aren't yet sold on their value propositions.

Lost in Transmission. The life of a screenager is characterized by intensity and immediacy. Their digital experiences need to be agile and real-time—smooth and safe. Nothing less will do. In order to achieve high performance, companies need to ensure safety, privacy and continuity of service so their customers don’t get lost in transmission.

The Way You Make Me Feel. As screenagers become more mature, sophisticated and selective, their wallets won’t open without good reason. Companies need to keep screenagers at the center of their market approach more than ever before. Knowing who their customers are, what they like and what they’re ready and willing to pay for is critical.

The Brand Engagement. Loyalty is a delicate balance to create and even harder to maintain. While no one owns the screenager, emotional trust is created by the right services, simplicity, identity, quality, privacy and products. Establishing and maintaining brand engagement – without compromise – is critical to reaching screenagers and keeping them connected.

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